GEA Group
Sales Manager - UKIE - Bakery
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GEA Overview
GEA is one of the largest suppliers for food processing technology and of related industries. The global group specializes in machinery, plants, as well as process technology and components. GEA provides sustainable solutions for sophisticated production processes in diverse end-user markets and offers a comprehensive service portfolio.
The Bakery Business Unit
The Bakery Business Unit, with over 100 years of combined experience in the bakery industry through the acquisitions of Comas and Imaforni, offers state-of-the-art equipment and complete production lines for the manufacture of bakery products.
GEA Bakery provides integrated technology solutions for industrial baking, covering dough preparation, forming, depositing, baking, and cooling, through to packaging. With decades of expertise and state-of-the-art pilot facilities like the Bakery Experience Center in Verona, GEA partners closely with customers to bring new bakery products from idea to shelf.
GEA Bakery can fully provide highly sophisticated process and automation solutions. Whether the focus is on a single machine or a turnkey tailor-made solution, working with GEA means obtaining high-quality food products with added value in terms of efficiency, reliability, and sustainability.
Responsibilities / Tasks
We are looking for a strategic and proactive Sales Manager UKIE – Bakery to drive sales growth and customer value across a defined region. This role is essential in building and managing a strong opportunity pipeline, qualifying high-potential leads, and guiding customers throughout their buying journey—from awareness to solution implementation and long-term satisfaction.
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- Develop and execute regional business plans to achieve order intake and profitability targets.
- Map and manage the full customer journey—from early awareness and solution exploration to purchasing decision and after-sales support.
- Use CRM tools to manage the full sales process: from lead capture and opportunity qualification to forecasting and deal closure.
- Proactively build and manage a robust sales pipeline through structured prospecting, market intelligence, and early engagement with potential customers.
- Develop and deliver technical and sales presentations in collaboration with BU teams, ensuring a unified, one-team approach.
- Work closely with marketing, technical teams, and GEA regional offices to implement route-to-market action plans.
- Improve gross margin development through strategic pricing, value-based selling, and technical differentiation.
- Support application and product development projects by sharing customer insights and market trends.
- Coordinate internally with technical, project management, and product teams to ensure seamless handover and execution.
- Collaborate with Business Unit during contract negotiations including terms and conditions and pricing.
- Utilize customer feedback to drive innovation and process/product development with the relevant administration/engineering function.
- Conducting market research and analysis as well as collate information regarding market pricing and expectations.
- Act as link between country and BU, championing the needs of both in a cohesive and collaborative way.
- Work with marketing teams to develop brand awareness opportunities, networking within industry and participating at trade shows.
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Your Profile / Qualifications
- Degree in Engineering (e.g. Chemical or Mechanical), Food Science, Business, or equivalent experience.
- At least 10 years’ experience in international B2B sales, preferably in food processing plants, food machinery, or industrial automation.
- Experience in selling custom engineered equipment and integrated process lines to the EFT industry.
- Some prior knowledge of one or more of the following application areas would be beneficial: Crackers - Hard Biscuits - Cakes – Pie & Tarts – Soft Cookies.
- Strong application and process knowledge, with the ability to handle complex technical sales situations and multi-stakeholder engagements.
- Proven ability to build and manage a sales pipeline, qualify leads effectively, and convert prospects into long-term customers.
- Deep understanding of customer buying behavior and ability to tailor approaches across various stages of the customer journey.
- Strategic thinker with solid business acumen, negotiation skills, and experience in developing and executing go-to-market strategies.
- Demonstrated ability to manage agent networks, key accounts, and internal cross-functional teams.
- Good interpersonal skills and work well in a team setting as well as independently as required.
- Must be willing/able to travel to visit customers, potential clients, trade shows, and industry functions (approximately 60-80% travel).
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